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"The best case scenario, giving the company the benefit of the doubt, is that they're not aware of the associations that the image on this postcard conjures.

"The worst case scenario is that they've knowingly used scare-mongering, sexist and victim-blaming imagery and messaging in a cynical marketing ploy."

Apology

Data Cars manager Les Chapman said he was inspired to run the campaign after seeing his teenage daughters coming home from a night out looking like "drowned rats".

He said: "The way we viewed the image, it is simply a girl who has gone out on a hot summer evening and the predicable British weather has opened the heavens and she got soaking wet.

"This is something we see every year and this year we decided to place an advertising campaign with this in mind."

He said the wording on the back of the postcard makes it clear: "You should look just as great coming home as you did going out, so don't gamble on the weather... get a Data Cars minicab."

But it seems not everybody has got that message.

He said: "I think in life people see everything in different ways. Most people who have looked at it, I'd say 99.5 per cent, have seen it exactly for what it is."

Mr Chapman went on: "The comments can be frustrating as we promote safety more than any other minicab company in south east London and would obviously apologise if we have offending anyone."

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He said: "Data Cars have always been at the forefront with safety ideas and were the first local company to introduce drivers' ID badges way back in the 1990s as well as the first to text the vehicle details of the customer nearly 10 years ago."

Nah, the media love trying to stir up a lot of 'offence' so they can fill their rolling news airtime and web pages reporting on it all...

Nah, the media love trying to stir up a lot of 'offence' so they can fill their rolling news airtime and web pages reporting on it all...Slonik

Nah, the media love trying to stir up a lot of 'offence' so they can fill their rolling news airtime and web pages reporting on it all...

Score: 14

Gypo.Joe says...10:51am Tue 13 Aug 13

It could of been so much worse, she could of been holding a copy of the Newsshopper over her head to shelter from the rain. Now that really would be offensive. Joe the offended of Keston. ;)

It could of been so much worse, she could of been holding a copy of the Newsshopper over her head to shelter from the rain.
Now that really would be offensive.
Joe the offended of Keston. ;)Gypo.Joe

It could of been so much worse, she could of been holding a copy of the Newsshopper over her head to shelter from the rain. Now that really would be offensive. Joe the offended of Keston. ;)

Score: 24

xoxsuzyq says...10:55am Tue 13 Aug 13

I think the ad looks exactly as intended , she does nt have ripped clothes , bruising or looks stressed , she looks cold and wet ,

I think the ad looks exactly as intended , she does nt have ripped clothes , bruising or looks stressed , she looks cold and wet ,xoxsuzyq

I think the ad looks exactly as intended , she does nt have ripped clothes , bruising or looks stressed , she looks cold and wet ,

Score: 24

the wall says...11:29am Tue 13 Aug 13

How many of these Twatter users got this flyer through their door or even live in the datacar area? Are they just moaning because its on the trending bandwagon? More sheeople!

How many of these Twatter users got this flyer through their door or even live in the datacar area? Are they just moaning because its on the trending bandwagon?
More sheeople!the wall

How many of these Twatter users got this flyer through their door or even live in the datacar area? Are they just moaning because its on the trending bandwagon? More sheeople!

Score: 14

Hk says...11:55am Tue 13 Aug 13

xoxsuzyq wrote…

I think the ad looks exactly as intended , she does nt have ripped clothes , bruising or looks stressed , she looks cold and wet ,

Her face definitely doesnt look stressed but unless its shadowing it definitely looks like there are signs of bruising on her arms. I dont know really, I can see where Data are coming from but maybe not quite the right picture!

[quote][p][bold]xoxsuzyq[/bold] wrote:
I think the ad looks exactly as intended , she does nt have ripped clothes , bruising or looks stressed , she looks cold and wet ,[/p][/quote]Her face definitely doesnt look stressed but unless its shadowing it definitely looks like there are signs of bruising on her arms. I dont know really, I can see where Data are coming from but maybe not quite the right picture!Hk

xoxsuzyq wrote…

I think the ad looks exactly as intended , she does nt have ripped clothes , bruising or looks stressed , she looks cold and wet ,

Her face definitely doesnt look stressed but unless its shadowing it definitely looks like there are signs of bruising on her arms. I dont know really, I can see where Data are coming from but maybe not quite the right picture!

Score: -9

XPrincess_KissesX says...1:31pm Tue 13 Aug 13

Get a life- we all know the risks of walking the streets these days. As a young girl I think it's important to alert others to the risks which may be facing them. So many people out there who have been wrapped in cotton wool and find themselves in danger. Add may come across hard hitting but that's what seems to work these days- have you not seen anti child abuse and drug ads recently!

Get a life- we all know the risks of walking the streets these days. As a young girl I think it's important to alert others to the risks which may be facing them. So many people out there who have been wrapped in cotton wool and find themselves in danger. Add may come across hard hitting but that's what seems to work these days- have you not seen anti child abuse and drug ads recently!XPrincess_KissesX

Get a life- we all know the risks of walking the streets these days. As a young girl I think it's important to alert others to the risks which may be facing them. So many people out there who have been wrapped in cotton wool and find themselves in danger. Add may come across hard hitting but that's what seems to work these days- have you not seen anti child abuse and drug ads recently!

Score: -7

snookerloopy says...4:03pm Tue 13 Aug 13

Would just like to point out...... That's not bruising..... It's the shadow from her hands.....

Would just like to point out...... That's not bruising..... It's the shadow from her hands.....snookerloopy

Would just like to point out...... That's not bruising..... It's the shadow from her hands.....

Score: 10

Simon bald says...4:51pm Tue 13 Aug 13

mmm she is all wet,mmm she is alone,mmmm it's dark,oh yes I get a glimpse of bare shoulder

mmm she is all wet,mmm she is alone,mmmm it's dark,oh yes I get a glimpse of bare shoulderSimon bald

mmm she is all wet,mmm she is alone,mmmm it's dark,oh yes I get a glimpse of bare shoulder

Score: 6

AJ New Eltham says...5:27pm Tue 13 Aug 13

What a load of **** data cars is the best cab firm on the market they text you everything you need to know once you have booked a car car reg time where the car is and so on. I have seen worse on seaside post cards i dont know there are some people out there who need to have their brains tested.

What a load of **** data cars is the best cab firm on the market they text you everything you need to know once you have booked a car car reg time where the car is and so on. I have seen worse on seaside post cards i dont know there are some people out there who need to have their brains tested.AJ New Eltham

What a load of **** data cars is the best cab firm on the market they text you everything you need to know once you have booked a car car reg time where the car is and so on. I have seen worse on seaside post cards i dont know there are some people out there who need to have their brains tested.

Score: 8

Eagles_Man says...5:59pm Tue 13 Aug 13

It must be August, the outrage industry clearly has some spare capacity right now. What bruising anyway? She a girl who looks - as the guy says - like a drowned rat. Lots of extra publicity for the company though - just wait until it hits the national press.

It must be August, the outrage industry clearly has some spare capacity right now.
What bruising anyway? She a girl who looks - as the guy says - like a drowned rat. Lots of extra publicity for the company though - just wait until it hits the national press.Eagles_Man

It must be August, the outrage industry clearly has some spare capacity right now. What bruising anyway? She a girl who looks - as the guy says - like a drowned rat. Lots of extra publicity for the company though - just wait until it hits the national press.

Score: 3

Oldchap says...8:07pm Tue 13 Aug 13

Looks to me like she's got soaked - and her make-up has run

Looks to me like she's got soaked - and her make-up has runOldchap

Looks to me like she's got soaked - and her make-up has run

Score: 5

molsey says...9:07pm Tue 13 Aug 13

For their original cost for 200,000 postcards Data Cars have now had a right result.

For their original cost for 200,000 postcards Data Cars have now had a right result.molsey

For their original cost for 200,000 postcards Data Cars have now had a right result.

Score: 6

Thamesmead1991 says...11:45am Wed 14 Aug 13

Think The Data Cars Ad has been blown completely out of proportion. Some people make a big deal out of advertising and how it offends others. I have seen alot worse!!

Think The Data Cars Ad has been blown completely out of proportion. Some people make a big deal out of advertising and how it offends others. I have seen alot worse!!Thamesmead1991

Think The Data Cars Ad has been blown completely out of proportion. Some people make a big deal out of advertising and how it offends others. I have seen alot worse!!

Score: 6

Lil_Miss_L says...5:07pm Wed 14 Aug 13

This is just sensationalism ... I don't get 'rape victim' at all ....... It's just a c*ap picture!

This is just sensationalism ... I don't get 'rape victim' at all ....... It's just a c*ap picture!Lil_Miss_L

This is just sensationalism ... I don't get 'rape victim' at all ....... It's just a c*ap picture!

Score: 2

ghost2013 says...6:28pm Wed 14 Aug 13

looks like someone walking home in the rain to me... But if it did look like the girl had been attacked in what ever way. i would show my 16 year old. if scaring them makes them think twice then be it. Sadly girls/woman probably have been attacked walking home late at night. and by sharing the story that it can happen may save someone being attacked.

looks like someone walking home in the rain to me... But if it did look like the girl had been attacked in what ever way. i would show my 16 year old. if scaring them makes them think twice then be it. Sadly girls/woman probably have been attacked walking home late at night. and by sharing the story that it can happen may save someone being attacked.ghost2013

looks like someone walking home in the rain to me... But if it did look like the girl had been attacked in what ever way. i would show my 16 year old. if scaring them makes them think twice then be it. Sadly girls/woman probably have been attacked walking home late at night. and by sharing the story that it can happen may save someone being attacked.

Score: 2

rogerthat says...4:24pm Thu 15 Aug 13

It seems a lot of people have completely misunderstood or misinterpreted the advertising campaign. I have often been mistaken myself so I know this can easily happen. However, it is clear in this case that Mr Chapman has been misquoted and I for one do not believe that he has ever raped his daughters after a night out (or otherwise). He has probably never drowned rats either.

It seems a lot of people have completely misunderstood or misinterpreted the advertising campaign. I have often been mistaken myself so I know this can easily happen.
However, it is clear in this case that Mr Chapman has been misquoted and I for one do not believe that he has ever raped his daughters after a night out (or otherwise). He has probably never drowned rats either.rogerthat

It seems a lot of people have completely misunderstood or misinterpreted the advertising campaign. I have often been mistaken myself so I know this can easily happen. However, it is clear in this case that Mr Chapman has been misquoted and I for one do not believe that he has ever raped his daughters after a night out (or otherwise). He has probably never drowned rats either.

Score: 1

Marty1979 says...9:56pm Thu 15 Aug 13

Politically correct brigade again And perhaps the interpretation of rape is not so bad, obviously the photo is of an actress, so warning people to get a licenced cab could be a good thing There was a TV campaign which showed a girl getting into a car, then her obviously having been attacked No demands for it to be removed

Politically correct brigade again
And perhaps the interpretation of rape is not so bad, obviously the photo is of an actress, so warning people to get a licenced cab could be a good thing
There was a TV campaign which showed a girl getting into a car, then her obviously having been attacked
No demands for it to be removedMarty1979

Politically correct brigade again And perhaps the interpretation of rape is not so bad, obviously the photo is of an actress, so warning people to get a licenced cab could be a good thing There was a TV campaign which showed a girl getting into a car, then her obviously having been attacked No demands for it to be removed

Score: 2

R_U_Serious says...9:16pm Fri 16 Aug 13

My first impression of the photo is of a young lady with an injured left arm. I guess that's part of her dress but she looks in pain, not just soaked to the skin. As for Data Cars, my daughters both regularly use them, as do I from time to time, and their service is excellent.

My first impression of the photo is of a young lady with an injured left arm. I guess that's part of her dress but she looks in pain, not just soaked to the skin.
As for Data Cars, my daughters both regularly use them, as do I from time to time, and their service is excellent.R_U_Serious

My first impression of the photo is of a young lady with an injured left arm. I guess that's part of her dress but she looks in pain, not just soaked to the skin. As for Data Cars, my daughters both regularly use them, as do I from time to time, and their service is excellent.

Score: 2

Ebba Nolan says...3:48pm Sun 18 Aug 13

Whilst I think the cab company could have used a better image for their "drowned rat" it should be pointed out that the people identifying this as "an image of a woman who has been raped" are a part of the rape crisis and rape culture. This is apparently what a rape victim should look like; she must have her clothes rumpled, she must be beaten and crying and she must be small and frightened - not to mention it was her own fault for not checking the cab she was in was licensed! If Rape Crisis and other associated awareness campaigns and charities are going to kick up a fuss about something like this then they could at least use the publicity to point out that all and any images of women can depict someone who has been raped - strong, motherly, beautiful, average, clothed, unclothed, dressed appropriately, young, old, your best friend, sporty, nerdy, ANY OF THEM! As many as 1 in 3 women are raped, more than half are sexually assaulted and just about all of them are sexually harassed at some point in their lives. There is a much bigger issue here that needs to be addressed - not just a couple of people being offended because a "distressing imaged" has been posted through their letterbox by a mini-cab company.

Whilst I think the cab company could have used a better image for their "drowned rat" it should be pointed out that the people identifying this as "an image of a woman who has been raped" are a part of the rape crisis and rape culture.
This is apparently what a rape victim should look like; she must have her clothes rumpled, she must be beaten and crying and she must be small and frightened - not to mention it was her own fault for not checking the cab she was in was licensed!
If Rape Crisis and other associated awareness campaigns and charities are going to kick up a fuss about something like this then they could at least use the publicity to point out that all and any images of women can depict someone who has been raped - strong, motherly, beautiful, average, clothed, unclothed, dressed appropriately, young, old, your best friend, sporty, nerdy, ANY OF THEM! As many as 1 in 3 women are raped, more than half are sexually assaulted and just about all of them are sexually harassed at some point in their lives.
There is a much bigger issue here that needs to be addressed - not just a couple of people being offended because a "distressing imaged" has been posted through their letterbox by a mini-cab company.Ebba Nolan

Whilst I think the cab company could have used a better image for their "drowned rat" it should be pointed out that the people identifying this as "an image of a woman who has been raped" are a part of the rape crisis and rape culture. This is apparently what a rape victim should look like; she must have her clothes rumpled, she must be beaten and crying and she must be small and frightened - not to mention it was her own fault for not checking the cab she was in was licensed! If Rape Crisis and other associated awareness campaigns and charities are going to kick up a fuss about something like this then they could at least use the publicity to point out that all and any images of women can depict someone who has been raped - strong, motherly, beautiful, average, clothed, unclothed, dressed appropriately, young, old, your best friend, sporty, nerdy, ANY OF THEM! As many as 1 in 3 women are raped, more than half are sexually assaulted and just about all of them are sexually harassed at some point in their lives. There is a much bigger issue here that needs to be addressed - not just a couple of people being offended because a "distressing imaged" has been posted through their letterbox by a mini-cab company.

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